LoSalt, the UK’s original and leading reduced sodium salt, has kicked off 2017 with a multi-platform PR and marketing campaign tapping into the consumer trend for tasty and healthy food.
The aim of the campaign is to educate consumers, equipping them with the information to make better choices by reducing the amount of salt – and therefore sodium they consume – which is the number one contributory factor for high blood pressure.
Baby boomers, who are likely to be scratch cooks and concerned about heart health, are the primary focus, but the campaign also targets families who have healthy eating as a key priority.
GP and media commentator Dr Sarah Jarvis has been appointed as a brand ambassador to help raise awareness and understanding of the importance of reducing salt in the diet. Dr Jarvis will feature in a range of educational videos, appear at public events as well as conduct extensive interviews in the media.
Talking directly to the consumer is a key part of the campaign and LoSalt has just sponsored the food and drink stage at the inaugural This Morning Live show in Birmingham. Earlier in May, the brand also sponsored the food and drink theatre at the WI Fair.
Building on the brand’s already strong social presence, will be a series of educational and recipe videos and ongoing social media campaign. New research into the nation’s salt habits provides content for both media and social.
Supporting the activity and increasing brand awareness, will be an above the line advertising campaign, as well as sampling at consumer events such as the up and coming Swansea Half Marathon.
The brand also recently featured on Channel 4’s Food Unwrapped as part of its mission to raise brand awareness and increase understanding of what a reduced sodium salt is and how it can benefit people.
Caroline Klinge, Sales and Marketing manager at LoSalt said: “Our campaign aims to remind people of and attract new customers to the reduced sodium salt category. Salt consumption in the UK remains far higher than is recommended, so there is a clear opportunity to educate people about the role a reduced sodium salt can play in bringing your salt and sodium consumption down. We are delighted to be working with GP Dr Sarah Jarvis, who is an extremely trusted and respected health professional.”
LoSalt is available from a wide range of supermarkets and stores: Asda, Sainsbury’s, Co-Op, Waitrose, Budgens, Booths, Londis, Costcutter, Premier and Spar. RRP: £1.75.